Case Study: Makro reduces food waste with VML by WPP's Life Extending Stickers

makro extends produce lifespan with WPP across 22 stores

makro, a major retailer in Colombia, faced the challenge of reducing widespread food waste, particularly with fruits and vegetables that were often discarded prematurely due to their appearance. To help the stores achieve their sustainability objectives, WPP's agency VML introduced an innovative solution called Life Extending Stickers.

The solution implemented by WPP involved creating special stickers that mirrored the color progression of each produce's ripening process and offered cooking suggestions for every stage. This simple yet effective campaign, supported by in-store materials and social media, successfully reshaped consumer perspectives on ripeness. The results were significant, extending the average lifespan of produce and reducing waste. The initiative also earned numerous prestigious awards and generated over 85,000 social media interactions, reaching an audience of 264 million.

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